Kiwi Mums Responded

Mum’s Sources of Trust

Mum’s Preferred Content Formats

1. Video & Short-Form Content

2. Long-Form Content, Infographics & Visuals

3. Quizzes & Games

4. Animations & Cartoons

5. Audio

Mum Wants Trusted Content

Authentic

56% of mums feel marketers don’t understand them. An essential element of effective content is that of openness and honesty, making authenticity and transparency essential to a brand’s content to earn mum’s trust. Trust is earnt, focus on mum friendly content not mum sales content.

Personalised

59% of mums opt in for personalized loyalty from brands. Making mums much more likely to do so compared to females without children. Focus on personalised content offering tailored recommendations and rewards.

Helpful

Mums are actively seeking advice and recommendations online. Be helpful to mum when she needs you the most. Being there for mum in the moments she needs help may be the single most important thing a marketer can do today.

Quality

88% of pregnant mothers & 77% of mothers consider quality to be the most important purchasing factor. Quality is the number one purchase driver for mothers. Quality should form a focal point of a content strategy for mums. Your content should help you establish a clear and credible reputation focused on quality. Your content helps to build a relationship based on trust.